Crafting an Authentic Visual Identity for an Emerging Electronic Artist
Client:
OutCry (in collaboration with Warner Music & Parlophone)
Services:
Branding,
Art Direction,
Motion Graphics
Sector:
Music Industry
Year:
2020
When a new electronic music project, OutCry, approached me, they were on the verge of releasing their debut single “Tell Me Why” under Warner Music and Parlophone. The duo comprised Paul Clarke, better known as DJ Dougal — a legendary figure in the UK Happy Hardcore scene — and Ollie Jacobs, a producer with credits ranging from Leftfield to Madonna and The Prodigy. Having spent my teenage years immersed in DJ Dougal’s mixes from the Bonkers CD series and countless Helter Skelter tape packs, collaborating with them was professionally rewarding but also personally meaningful.
Understanding the significance of their debut under major labels, we aimed to create a visual identity that was modern, minimal, and resonated with the essence of their music. The challenge was to design a logotype and stage visuals that authentically reflected their sound while satisfying the expectations of Warner Music and Parlophone.
We wanted to keep the logotype sleek and contemporary. I introduced a horizontal line through the “O,” transforming it into “Ø.” This subtle alteration added distinctive character to their branding, setting them apart in a saturated EDM market. While the design choice initially made the logo more visually interesting, it also lent an international, avant-garde feel that aligned with the global nature of electronic music.


For the stage visuals, I drew inspiration from the glitches and frequencies inherent in their tracks. These looping animations were crafted to enhance live performances, creating an immersive experience that visually translated their sound into motion. The visuals were versatile enough to be repurposed across various platforms, including social media and promotional materials.
Their logo and symbol also featured throughout the official lyric video for “Tell Me Why.” Although I didn’t produce the video myself, it was gratifying to see my work integrated into their broader visual narrative.

The cohesive visual identity helped OutCry present themselves confidently among other prominent EDM artists on festival line-ups in 2020. Collaborating indirectly with Warner Music and Parlophone — who approved the designs and were noted on the invoices — added a layer of professional recognition to the project. It demonstrated my ability to meet the standards of major industry players while staying true to the artist’s vision.


This project was more than just a design task; it was an opportunity to bridge my passion for music with my commitment to purposeful creativity. Working with artists who had influenced my own creative journey underscored the importance of doing good work for the right reasons. It reaffirmed my belief in using creativity to make a genuine impact, supporting others in bringing their visions to life.